New Data-Driven Food Magazine

Food content is data content. Not only in terms of ingredients and the delicate balance between measures, but also very much in what and how readers use recipes online. We live in a Googling age, where good-old recipe books are left on the shelves, and users seek out food content to fit their specific needs, allergies and budgets. They want inspiration, but they also want guidance in what to use specific ingredients with. Who hasn’t Googled “chicken recipes?” This is the premise on which Bonnier Publication’s new digital food service, Måltid, is built.

With a strong ingredient database that spans all Bonnier AB’s Scandinavian markets, the system allows users to find recipes that contain specific ingredients but excludes others. For example, all recipes with chicken but without peanuts – if you suffer from allergies or have very picky children. The recipes on the site come from Bo Bedre, I Form, Tara, Allt om Mat etc. and have all been data-optimized to allow better usage of the recipes both editorially and commercially. With a good offset, the editorial team behind Måltid will produce new content for the busy family to supplement exciting recipes.

Måltid is a project developed in close collaboration among Bonnier Publications and Benjamin Media in Denmark, Bonnier Media in Norway and Bonnier Tidskrifter in Sweden.

“One of the fantastic things about this project is that it was achieved in close collaboration among our teams in Denmark, Norway and Bonnier Tidskrifter in Sweden. It shows what we can do when we work together,” said CEO of Bonnier Publications Jesper Buchvald at the launch of Måltid last week.

The digital service was launched in Denmark on August 8 at maaltid.nu and on August 23 in Norway under the Tara brand as Tara Måltid at maaltid.no. So far the Danish site has had 74,000 users with two food videos going viral, reaching around half a million people each.

“We know what an important role food plays in the daily lives of our readers and with Tara Måltid, we look forward to giving them a tool to find relevant, high-quality recipes online,” says Torunn Pettersen, editor-in-chief of Tara in Norway.